Logika Desain Pesan pada Konten 'Bantu Review CV Netizen' di Akun TikTok @vmuliana sebagai Media Edukasi Karir

This study is driven by the intense job market competition in Indonesia in 2025, where a shortage of formal employment opportunities demands better CV administration. The TikTok account @vmuliana, specifically through the "Bantu Review CV Netizen" series, serves as a reference for career education. The Message Design Logics (MDL) theory, developed by Barbara O'Keefe, was utilized in this study to evaluate Vina Muliana's message design strategies. This research employed a descriptive qualitative content analysis of five videos representing various participant categories. Data were collected through documentation, verbal transcription, and visual observation of the on-screen CV correction process. The results indicated that Vina Muliana adaptively utilized three message design logics. To support industrial procedural standards and automated applicant tracking systems (ATS), conventional logic dominated content tailored for vocational high school (SMK) graduates. Expressive logic helped build emotional relationships with the audience, while Rhetorical logic assisted fresh graduates and cross-major applicants in reframing their professional identities through the concept of transferable skills. The study shows that @vmuliana's education succeeds because her messages are tailored to different risk profiles and industrial needs for each candidate group, thereby preventing stigma in the recruitment process.